UX techniques for customer development and making sense of qualitative data
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Transcript of UX techniques for customer development and making sense of qualitative data
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It’s hard to understand peopleEarly stage customer development
Johanna Kollmann - @johannakollLean Startup Machine London, 23 June 2012
Photo by NASA JSC Photo: http://www.flickr.com/photos/nasa_jsc_photo/7257865176
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Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/
UX helps you to get out of the building
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(Some) research methods (yeah we have a lot)
Generative
Evaluative
Contextual inquiryMental modelsInterviewsDiary studies
Quantitative Qualitative
Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
Automated card sortSurveysAutomated studiesAnalyticsA/B TestingMulti-variant testing
SurveysInterviews
Usability testingModerated card sortWizard of Oz
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Before you leave the building
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Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
Plan who to talk to where about what and why
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What topics shall the interview cover?
Buying
food
Preparing
food
Eating out
Dieting
Exercise
Busy
lifestyle
Struggles
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Prompts rather than set questions
Day-in-a-life (today,
yesterday)
Decide what to eat
Last time on a diet
How active (want vs. do)
Preparing food for oneself
Preparing food for
family/friends
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Have a ‘softball question’ ready
Please tell me a little bit
about your cooking this week.
Could you tell me about the
last dish you prepared
yourself?
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Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
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Out in the wild
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Ask open questions – don’t lead
YAY
• Who
• What
• When
•
Wher
e
• Why
• How
NAY
• Did
• Have
• Are
• Were
• Will
Were you trying to do A or B?
What were you trying to do?
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Some great all-purpose questions
By Janice Fraser
• Has there ever been a time when you had x
experience?
• Could you tell me about that?
• What was great about that?
• What was awful about that?
• Why did you do that?
• And then, what happened?
• If you had a magic wand, what would you make the
situation be like?
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Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
Do’s and don’ts
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DoBe the learner, not the expert
Ask naïve questions
Ask for specific stories
Allow people time to think
Listen!
Take notes or record
Take photos or collect artefacts
Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
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Don’tBe an interrogator
Ask questions that sound like blame, or argumentative
Ask for solutions
Try to solve problems during the interview
Ask what features people want
Ask people to imagine theoretical situations
Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
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Making sense of what you saw and heard
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Photos taken at DesignJam London events by Rachel Winch and falkowata
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Source: http://www.uie.com/articles/research_to_personas/
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Notes from my Leancamp session on this topic http
://johannakoll.posterous.com/ux-research-tips-for-customer-development-not
Mental Models by Indi Young
Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks
Remote Research by Nate Bolt & Tony Tulathimutte
Undercover User Experience by Cennydd Bowles
Designing for the Digital Age by Kim Goodwin
LUXr resources and materials by Janice Fraser (
http://www.slideshare.net/clevergirl/) and Lane Halley (
http://www.slideshare.net/LaneHalley/)
Articles on User Interface Engineering (
http://www.uie.com/browse/usability_testing/)
Resources